Emailing an Editor *

As an editor, I have received numerous email requests for coverage from designers over the years. And one thing I can’t help but notice is how these emails could benefit from a solid edit, because better structure and wording would make them sound more polished and professional. While there is no need to be overly deferential or formal with an editor, frequently these types of emails - especially those from young designers - read like a message to a friend instead of as an introduction that is hopefully the beginning of a long professional relationship.

If you’re a designer handling your own PR, here are just a few pointers to remember when writing an email to an editor or any member of the media who – like me – gets at least 50 to 100 pitches a day from established brands and PR firms:

• Addressing me as “Hey There” or “Hi GAB” is unprofessional and – to me - impolite; know the name of any editor you are emailing and be familiar with their work.

• Word has a spell check and grammar feature – please use it.

• “I would like you to cover my brand” or dictating the kind of coverage you would like from an editor sounds like you’re interested in an advertorial or pay-for-play, which means you need to contact advertising.

• I will not download your images; they need to be embedded in the email at a reasonable size.

• While I try to prioritize locals, I will not give coverage solely because a designer is from Denver.

As I said, these are just a few basic pointers about reaching out to any member of the media. Of course, if your product is truly unique - beautifully designed, has a specific market position, and perfectly fits the media outlet’s audience - an editor may overlook any one of these transgressions. However, sending a generic email that reads and looks like you put no forethought into it is a turnoff. Remember: I don’t know you or anything about your brand, so first impressions are everything.

And a word about offering editors, writers and influencers free product. While free product is a bonus for any media member, a reputable outlet will thoroughly vet you and your line. If the editor or influencer is just interested in freebies, then I would question the kind of coverage you will receive and how that will positively impact your brand for the long-term. An editor should be asking you thoughtful questions and digging into what makes your brand special.

At the end of the day, a good editor or influencer wants to create impactful content and see the brands they support thrive. While this may sound harsh, the chances of a fashion brand being successful is slim. According to Statistic Brain, just 47% of businesses in the retail industry still operate after their first 4 years of opening.; no editor wants to cover a brand only to find out by the time their content is published that it is struggling and can’t fulfill orders, or worse, that the brand has folded entirely.

Reaching out to members of the media is about establishing a relationship that hopefully lasts for years. It also gives you a leg up on the competition by being able to coherently and concisely express your brand’s vision and business goals. Writing a professional, well-structured email that invites an editor or influencer to explore your product and the world you’re building with your brand is how to approach any member of the media.

* This subject is an excerpt from my class, Catching the Editor’s Eye. Photo courtesy of PippiLongstocking / Shutterstock.